The CX Express: A 5-Minute Journey To Better Customer Experiences -
With a sundry of shopping options—in-store and online, customer service is a major part of everyday business.
Here we will look at the top three brands revolutionizing online customer experience and doing their utmost to keep customers happy. Let's dive in!
Two decades ago, there was no Facebook, LinkedIn, or Twitter. Even Amazon had less of a presence. In the earlier years of the world wide web, companies didn't have to worry much about customers sharing negative experiences online.
But now the situation has changed.
Although it is common for businesses to have a company culture demanding the best customer experience, the truth is, many customers aren’t as satisfied as brands want to believe.
Sometimes customers are angry or disappointed in the service they receive. Nowadays, it's more important than ever to address these issues, because customer service has become a key business differentiator that can make or break a brand.
As such, nearly 89 percent of brands in today's market are seeking to stand out from the crowd by improving customer experience, as well as improving product quality, and meeting customer service expectations.
First, companies must identify the factors influencing how customers feel about the brand. These could range from quality of in-store salesperson communication, to offering valuable FAQ answers on the company website, to omnichannel marketing.
Investing in the customer experience is extremely important.
According to a Walker study, customer experience was projected to overtake product and price as the key brand differentiator by the end of 2020. And, to a large degree, this did happen. Success increasingly depends on the consumers’ satisfaction with the brand.
Yet, many companies fail to see customer experience as the multifaceted strategy that it is — the three-legged stool, where each leg is of equal importance when it comes to the acquisition and long-term retention of customers. If any of the legs are missing, the stool will fall.
To create a positive customer experience, companies need a good support system, rapport with customers, and an effective layer of sales and marketing. Especially when it comes to after-sales support (which is often overlooked); a recent Forrester report suggests that customer engagement in the B2B space must extend beyond the traditional client relationship to ensure future success.
There are several key customer experience trends revolutionizing the way brands treat their customers.
So, let’s have a look at three big brands and how they are enhancing online customer experience, and taking it to the next level.
Amazon is a champion not only of internet retailing, but the entire industry of customer satisfaction.
Jeff Bezos, Amazon’s CEO, places focus on looking after his customers and harnessing opportunities provided by the digital era. With 304 million Amazon customers, Amazon is an authentic, customer-centric company.
According to the Foresee Experience Index report, Amazon achieved 86 points (on a 100 point scale) for customer satisfaction. So what makes Amazon so successful?
The company has a customer-first culture - The customer-centric focus comes from its CEO, Jeff Bezos and runs through the company to every employee (irrespective of their department). Collectively, they make sure that the central pillar of the company is always kept in sight— customers.
Amazon thinks of their customers first before creating any advancements. They pay attention to:
At times, when prices increased, Amazon didn’t follow suit because doing so would eventually erode customer trust. For Amazon, that loss of trust would be more costly in the long-run.
Apple is a true phenomenon, but what exactly is the secret behind the company's success? As revealed by Gizmodo, it comes from a focus on the psychology of customers, and in particular their emotions.
Apple instructs their employees to make use of the "3 Fs”— feel, felt, and found.
Apple offers their customers the best experience through a variety of methods:
A) Position the brand in the consumer’s mind before the sale. Apple’s “Think Different” campaign gave entrepreneurs and creative people a brand to identify with. Apple’s ad agency understood how to speak to target customers.
Apple product launches had extraordinary production values and employed Jobs’ unique showmanship, turning them into must-see events. Unique and creative branding placed Apple firmly in the mind of potential customers, far before a sale took place.
The Apple retail stores are stunning spaces, spectacles of modern design. All the Apple hardware is displayed on spartan wooden tables. This helps focus the mind purely on the products, which are beautiful designs in their own right.
B) Paying attention to customer support experience. If something goes wrong with an Apple product in extended warranty, there is no need to visit the store and wait there for hours. Rather, you can make an appointment, far easier to manage your schedule and save time.
C) Caring about product packaging - Product packaging is simple but sleek. Many manufacturers don’t give packaging much thought, other than making sure it protects the product sufficiently. Apple’s packaging is a thing of beauty.
Organizations are often faced with the challenge of trying to provide customers an engaging online experience that goes far beyond a website.
According to one survey, FedEx Corp is recognized as an industry leader in the customer experience field. Customer experience includes every aspect of a company’s services—the quality of customer care, but also packaging, advertising, ease of use, product and service features, and reliability.
FedEx is delivering an outstanding customer service. Let’s see how they are making a difference:
Innovations and advancements in technology are helping customer experience and every organization needs to get on board if they want to win loyal customers.
As social media becomes an indispensable part of everyone’s lives, growing a social audience has increased in importance. When it comes to delivering an outstanding customer experience, essential UX elements must also feature in your plans.